Joseph’s Bakery Invests In Tumaro’s Growth
Pita brand looks to expand better-for-you wraps with renewed focus on innovation and retail growth
Joseph's Bakery, a pita bread brand in the US is launching the next chapter of Tumaro's with renewed investment following its acquisition of the brand. Known for its distinctive, flavor-forward Carb Wise wraps, Tumaro's has built a loyal following among consumers looking for bold taste and better-for-you options.
Tumaro's aims to stands apart in the wrap category by offering wraps that go beyond the expected, combining taste with wellness-minded appeal. Signature varieties such as Multi Grain, Premium White and Whole Wheat in addition to flavor-forward offerings like Everything Bagel, Classic Sourdough and Protein Flex showcase the brand's innovative approach and help set Tumaro's apart in a category often dominated by more traditional offerings.
The acquisition unites two brands with complementary footprints and portfolios. Joseph's Bakery, manufacturer and top brand of pita, lavash flatbreads and wraps has been the exclusive co-packing partner for Tumaro's for more than 10 years, making this a natural evolution of a long-standing relationship.
Tumaro's is building momentum as the brand renews its focus on innovation, wellness-driven product differentiation, and expanded support to help accelerate growth across retail to expand beyond over 6,000 retailers and e-commerce.
Looking ahead, Joseph's Bakery plans to re-invigorate Tumaro's through increased support, attention, promotional activity and continued innovation — giving buyers a differentiated brand with proven appeal, strong consumer engagement, and meaningful runway for growth.
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